Salesforce is one of the leading CRM systems and offers many useful functions, especially for conversion tracking.
Conversion tracking: What is it? Why is it important?
Conversion tracking is a tool that companies can use to track and subsequently optimise the effectiveness of their advertising. A conversion is a customer action that is defined as valuable by your company. For example, if you are a software company, a conversion could be a visitor to your website downloading or purchasing the software. On the other hand, if you are a B2B service company, a conversion could be a potential customer contacting you and requesting a quote.
In general, conversion tracking helps you make decisions based on data. By tracking conversions, companies can see which campaigns generate the most sales or leads and what information these leads are looking for on your website. This gives you valuable insights into the different types of leads from different adverts. Tracking conversions is also important because it allows companies to calculate the ROAS (Return on Advertising Spend) of their marketing campaigns. With the help of this key figure, companies can determine the profit per advertising measure.
How does conversion tracking work?
Tracking begins with the creation of a conversion action in your TNA Suite or Google Ads account. You can obtain the actions from various conversion sources.
- User activities on your website (website conversion tracking)
- App downloads (conversion tracking for mobile apps)
- Telephone calls (call conversion tracking)
- Import (offline conversion tracking)
- Local actions (local conversion tracking)
From a technical point of view, conversion tracking works slightly differently for the different types of conversions. However, for each type, apart from offline conversions, it usually works as follows:
With manual placement of the tracking tag
For conversion tracking via the website or app, a code snippet or conversion tracking tag is placed on the target website/app. As soon as the user sees the advert, a temporary cookie is stored on their computer or mobile device. After the action has been completed, our system recognises the cookie and records a conversion.
Without manual placement of the tracking tag
If, for example, you would like to track conversion tracking via telephone calls, use a Google forwarding number. This will give you information about the call duration and the start/end of the call as well as the caller's area code. This can also be done with app downloads and in-app purchases from the Google Play Store.
Once conversion tracking has been successfully set up, you can retrieve data for your campaigns, ad groups, ads and keywords.
Why Salesforce Conversion Tracking?
By integrating your Google Ads marketing investments into Salesforce, you can see which keywords, campaigns and units are responsible for each offline sale.
With the conversion import from Salesforce into Google Ads, you can automatically record Google Ads conversions for all lead statuses and opportunity phases in Salesforce → keyword: milestones.
How can Salesforce determine when leads become paying customers? Explained using an example:
Let's assume your company places adverts with the aim of getting website visitors to fill out a contact form. As soon as the form has been completed, Salesforce records the process as a lead.
Conversion tracking has been set up on your website to determine which users have clicked on the adverts and/or used the contact form. You can see that two keywords are used particularly frequently. However, you do not know whether both keywords actually lead to sales, as not all leads are of equal value.
You can get this information by linking your Salesforce account to your Google Ads account and recording the two Salesforce milestones (lead becomes opportunity and opportunity leads to purchase) as conversions. eis
Conclusion - is Salesforce worthwhile for conversion tracking?
For companies active in B2B marketing, Salesforce is an ideal solution for improving their campaigns and conversion tracking.
However, the correct use of Salesforce Conversion Tracking is a prerequisite for achieving the desired goals. Salesforce Conversion Tracking can only be used effectively if you define the goals precisely and place the tracking codes in the right place. Otherwise you could get incorrect or inaccurate results.